Fashion store Celeb Boutique spotted the trending topic #Aurora circulating on Twitter and decided it would be a good opportunity to plug their Kim Kardashian-inspired dress of the same name, not realizing (probably, hopefully) that Aurora actually referred to last night's tragic shooting in Aurora, Colorado.

Celeb Boutique soon took down the tweet within the hour and posted the apology shown above, followed by a lengthier apology over the course of several tweets, noting that "our PR is NOT US based and had not checked the reason for the trend, at that time our social media was totally UNAWARE of the situation."

Which is to say, HOW HARD IS IT TO CLICK ON A HASHTAG? YOU ONLY HAD TO READ ONE TWEET TO FIND OUT WHAT AURORA WAS ABOUT. ONE.